Mahindra Roxor May Get the Boot Following Judge’s Ruling
Jeep wins trademark defense against Indian manufacturer, Mahindra to appeal decision via Federal Trade Commission concerning the Roxor.
It was bound to happen sooner or later. Back in 2018, Indian manufacturer Mahindra brought a different product to the United States than its usual deliveries of tractors and agricultural implements. A throwback, if you will, to the days of the WWII and the post-war era: the Roxor.
Though built and marketed in the U.S. as a competitor to small off-road vehicles from John Deere, Polaris, and Honda, the Roxor stood out for one thing: for looking like a Willys Jeep, the father of the Jeep Wrangler. And of course, it wouldn’t be long before FCA took offense to the possible damage to the brand. According to Detroit Free Press, a federal judge recently brought the hammer down upon the knock-off.
Per the 96-page decision, issued by the Federal Trade Commission’s administrative law judge, Cameron Elliot, Mahindra was found in violation of FCA’s trademarks on the Jeep. Furthermore, Judge Elliot recommended to the FTC that Mahindra immediately stop assembly and sales of the Roxor, and to cease importing parts to build the copycat.
Mahindra has always held a license to build its own version of the Willys Jeep in its native India since 1947, allowing the company to grow to be the country’s largest truck and SUV manufacturer in the decades since. It’s also in the middle of a bidding process to build the next rig for the United States Postal Service, a pursuit that could be derailed were the FTC to agree with its judge’s decision.
On the other hand, FCA has every right to defend the Jeep brand from the intrusion of the Roxor into the U.S. market. Despite the hand-built knock-off’s place as an off-road-only ride, the machine looks too much like a Wrangler from a distance, one that doesn’t have the safety features (and legacy) the real deal possesses.
Mahindra plans to appeal the decision, proclaiming that the Roxor doesn’t infringe upon FCA’s trademarks. Should the company lose, it will not only have to abide by the FTC’s final say, but also pay hefty fines for stepping on FCA’s and Jeep’s toes. Perhaps the Roxor should have stayed home after all.
Photos: Detroit Free Press
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